B2C e-commerce how hot, take a look at "green box" to know. This year in September, this Taobao online children's clothing sales champion won the first round of financing from the capital of 20 million venture capital letter, breaking the net purchase of children's clothing brand zero financing record. On the 16th of this month, Wu Fangfang, president of Shanghai Green Box Network Technology Co., Ltd. (hereinafter referred to as "Green Box") once again disclosed to reporters in the south that it obtained the second round of financing of 100 million yuan from DCM. What makes this 2010 sales of only 80 million children's clothing company attracted DCM so generous investment? Wu Fangfang's "Green Box", sold in the end what is "medicine?" From design studio to Internet sales champion Wu Fangfang said, I am a very stubborn person. It is precisely because of this, she embarked on the road to doing children's clothing business. Wu Fangfang, 35, was born in a military family. The family always hoped she would continue to live in the barracks. But it is such a small play with guns and mud grew up "tomboy" grew up but chose to fall in love with children's clothing design. In 2002, she and several like-minded partners took advantage of her spare time to found a children's wear design studio that provided design outsourcing services to domestic children's wear manufacturers. At that time, the domestic mainstream children's wear manufacturing enterprises will also focus on the channel, as for the design, most will choose a low-cost and stable style outsourcing team to complete. "The initial team was very simple, four people, two designers, a packer, a kind of clothing workers. Everyone has their own work, no one took it as a business, just like it." Wu Fangfang Recalled. One side to undertake a variety of different styles of children's clothing design orders, while Wu Fangfang they seem not satisfied, they bought from friends of foreign trade companies to buy some children's clothes odd orders, the end of a single, secondary processing, and then to the eBay online Sales, store name is called "green box." Perhaps because of the "green box" behind a professional design team to do the drive, at the time of the mainstream children's clothing brand formed its own unique style, these secondary processing improved children's clothing sold on eBay online is particularly hot. This also triggered Wu Fangfang confidence in the creation of its own brand. Fight again Taobao, spelling is the brand In 2006, along with the increasingly mature design team and eBay accumulated market experience, Wu Fangfang decided to create the first own brand "M issdeM ode" (Modern Miss), looking for the domestic generation The factory is responsible for the middle of the production process, while the clenched smile on both ends of the curve up the design and sales. However, when choosing a sales channel, the entrepreneur who started from the Internet went back to join the traditional route, as if this is the right way, but the shop is only an exercise. Speaking of the French name of this foreign, Wu Fangfang said with a smile, "M iss deM ode initially did not have a Chinese name, because the market was only recognized foreign brands, so just follow the trend of the name .As for the modern lady, it is after logging in Taobao users But for Wu Fangfang, it is not a pleasant memory for Miss Modern to log on to Taobao. At first, the modern lady under the rapid development of online, just two years, franchise has more than a hundred. "If according to the original plan, we should restart the network sales channel around April, 2009, but it actually started six months earlier." This half-year is precisely the most sad day for Wu Fangfang. Because of the economic crisis, the franchisee canceled more than half of the orders. "There are more than ten million stores in the warehouse. This is a dreadful disaster for our small company." Are seeing despair, December 2008, Taobao Mall began investment, Wu Fangfang had only plans to return to the network in advance, the presence of Taobao Mall as a quick way to clean up inventory. After entering Taobao Mall, there have been many people advised Wu Fangfang, let her sell something cheaper, "Now the pricing is too high." But she answered stubbornly, let me try for a year. In her understanding, children's wear is one of the most significant markets driven by the escalation of domestic consumption. Although time is half a beat later than adult clothing, the intensity and scale of its outbreak may far outweigh the former. On the other hand, because modern Miss still retains a considerable part of the sales of offline franchisees. When I heard that Wu Fangfang to put the brand online sales, many franchisees have come to protest, saying that this approach will largely dilute their performance. Combining two factors, Wu Fangfang finally decided before the expiration of the franchisee, Miss Modern Taobao to maintain the same physical channels and sales. To minimize the impact on the line franchisee, the second is not only to win the price but also allows the brand to avoid being in the process of rapid consumer upgrades by customers thrown behind. That is, in the first year of this tentative attempt, Miss Mormon posted monthly sales of just 120,000 yuan from its initial log-in and rapidly soared to full-year sales of 20 million in 2009.
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